Voot is leaving no stone unturned to make Voot Kids a household item across country. Earlier, Viacom18 tied up with Turner India which saw the latter’s popular kid content being showcased on Voot Kids. That includes ‘The Powerpuff Girls’, ‘Ben 10’, ‘Roll No. 21’ and ‘Chotta Bheem’ alongside ‘Dora’, ‘Spongebob’, ‘Motu Patlu’, ‘Shiva’ and ‘Pokemon.’ Now to further strengthen its positioning, Voot has rolled out a marketing campaign specifically for Voot Kids which claims to have curated the largest digital repository of premium kids content (around 100 characters), since the OTT platform’s launch four months ago.

The TVCs created by Mullen Lintas, captures how kids get into good behaviour to earn Voot time. It captures the dynamic relationship between parents and kids with a catchy musical anthem (sung by kids) running in the background. The closing line is ‘Bachche Hum Goody Goody Banenge, Voot Kids Ke Liye Kuch Bhi Karenge’. Interestingly, Viacom18 took a conscious decision to keep the branding subtle and mention it towards the end in the closing line.

Gaurav Gandhi, COO, Viacom18 Digital Ventures comments on the campaign, “The campaign is the extension of our previous ‘Wanting Wanting’ campaign in a kid’s avatar with a ‘goody goody’ message. We want Voot Kids to be a default destination for kids. This is the start of our journey. Our endeavour is to build a parent-approved kids-favourite brand, and we will continue to develop exciting campaigns and dial up engagement with this community even further. The other idea is that we want parents to take multiple videos of their kids singing this song and post it on social media. This is what we intend to do and capture. ”

At 15% share of the overall traffic, Voot Kids is a significant contributor to Voot’s growth. According to Gandhi the consumption of Voot Kids on this streaming app is 30-35 minutes on an average. “9 pm is the peak time for Voot Kids. Even Sunday is huge for us where consumption goes up by 40-50 per cent including kid’s content. So we feel that this segment is only set to grow, both in size and influence, and we want to be the default digital platform of choice for kid’s entertainment.”

When it comes to advertising, Voot has around 50 brands in its kitty with 10 dedicated to Voot Kids.